Process starts with purpose.

There is no magic potion process for solving a creative challenge. Creativity doesn’t conjure from thin air.  (Coffee helps though). Every design solution and work of art is inspired by some semblance of truth, inspiration, and influence. The best ideas are memorable, unexpected, and presented to the world with purpose, ethics, and cultural progress in mind.

While gut reactions, in theory, are often correct — and stringent process doesn't always guarantee results — a process is always better than designing based on uninformed assumptions. Happy accidents do not exist without putting pencil to paper and testing where rubber meets the road.